I called this a while back. This also explains why Nintendo kept running out of stock (along with other reasons like the strike). The amiibo, when they were launched, were meant to be used alongside the Wii U. Of course they aren't going to make them by the boatloads because the primary userbase is so small.
As for them being DLC, basically. But to me it's a much better kind than the good being all digital and you actually get something physical out of the deal.







